HHCL/Red Cell resigned the work in April after New York sister agency Berlin Cameron/Red Cell was appointed to handle Coke Classic earlier in the year.
HHCL's resignation of the account ended an eight-year association the agency had with the owner of the Robinsons brand, Britvic Soft Drinks. For several years, the agency created some award-winning ads for Britvic's Tango.
After a pitch against Clemmow Hornby Inge, Delaney Lund Knox Warren and BMP DDBB, BBH will take up the reins from August 1, charged with creating a new campaign for the brand for 2004.
Andrew Marsden, category director for Britvic, said: "All the pitch agencies responded well to the brief, but Bartle Bogle Hegarty demonstrated a highly creative approach that captured the essence of Robinsons. It also has a strong track record of working with household brands and I am looking forward to a successful working partnership."
The agency has created advertising for FMCG brands such as Bisto, which it won last month; Olivio, the olive oil spread brand; and Lynx, for which it created the famous "pulse" spot, featuring the dancing man.
Robinsons is the number one squash brand in the UK, and the number nine grocery brand overall. Products in its £200m squash range include Fruit and Barley, and High Juice.
The pitch process was handled by Agency Insight. Britvic also works with Clemmow Hornby Inge, for Tango and Freekee Soda; Abbott Mead Vickers BBDO, for Pepsi; and Barret Cernis, for AquaLibra, Ame and Purdey's.
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